Market Research: Marketing Psychology & Consumer Behavior

Course Curriculum

Chapter 1: Introduction and warm welcome

Lecture 1: Introduction and welcome to this market research and consumer behavior course

Lecture 2: Consumers and people behave differently than they say

Lecture 3: Starting to identify our target market and getting over initial assumptions

Chapter 2: Interviews as a part of your market research and consumer research

Lecture 1: How to get feedback on business ideas & how to get expert feedback

Lecture 2: Paid options to get business idea feedback

Chapter 3: Conducting surveys to do your consumer research

Lecture 1: Survey section introduction

Lecture 2: Creating an account in Google Docs so we can use Google Forms

Lecture 3: Multi-page forms

Lecture 4: Finishing the course customer feedback form

Lecture 5: Script for the feedback collection email

Lecture 6: Customer feedback form results

Chapter 4: Focus groups

Lecture 1: Focus group costs – few thousand and different if you do it or a firm

Lecture 2: How to run a single focus group meeting

Lecture 3: Consumer observation – ask consumers if you can observe them use your product

Chapter 5: Existing market research by firms

Lecture 1: Using existing research by research firms

Chapter 6: KPIs for innovation in startups

Lecture 1: Section introduction – using data, analytics, and KPIs to do market research

Lecture 2: Defining KPI and examples of KPI

Lecture 3: KPI for innovative start-ups in every part of their process

Chapter 7: Google Analytics introduction to monitor your KPIs

Lecture 1: Introduction to Google Analytics 4

Lecture 2: Diving a little deeper into Google Analytics 4

Lecture 3: Setting up Google Analytics 4

Lecture 4: How To Connect GA4 To Your Website Data Stream

Lecture 5: Demo of Google Analytics 4 for a Google website and custom reports

Lecture 6: CAC (Customer Acquisition Cost) and LTV to make a strong profit & real example

Lecture 7: User navigation flow in Google Analytics of your innovation or startup website

Lecture 8: Quality of the traffic and secondary metrics in Google Analytics

Chapter 8: Extra way to do market research

Lecture 1: Validating business ideas by starting small and testing them in the market

Chapter 9: Active listening

Lecture 1: Active listening for your customer service

Lecture 2: Example of active listening and improved comprehension I had to go through

Lecture 3: Ask to rephrase to make sure you understood

Chapter 10: Psychology principles used in marketing

Lecture 1: Introduction to marketing psychology

Lecture 2: The extent of emotion in marketing, sales, and buying

Lecture 3: AIDA

Chapter 11: The psychological principle of Social Proof in business and marketing

Lecture 1: Social proof theory introduction

Lecture 2: Awards for social proof

Lecture 3: Testimonials

Lecture 4: Publicity and featured in

Chapter 12: The psychological principle of scarcity in business and marketing

Lecture 1: How to use discounts to boost sales

Lecture 2: Scarcity – learn to manufacture scarcity and get people to buy now

Chapter 13: Additional marketing psychology

Lecture 1: Reciprocity principle – based on cooperation – free or extra value

Lecture 2: Information gap theory – common in headlines that don't tell everything

Chapter 14: Conclusion – thank you for being a great student

Lecture 1: Thank you for taking this market research and marketing psychology course